Hi, the course name is marketing research essentials, I have chosen consumer brand performance for mobile phone. I will attach my assessment 1 and 2 that I have done, u may need it. By the way, my target mark is like 23-25%, and the overall weighting is 35%, don't have to write an very academic research, if u need any details, please let me know! Thank you.
Assessment 1 Consumer Brand Preferences for Mobile Phones Name： Xinzhe Li (Eric) Student Number: 133302 Date: 23/4/2019 Introduction Nowadays, mobile phones has became the most popular devices in people’s daily life. Mobile phone is the most convenient and the fastest way to get communicate with family and friends. This paper research the brand preferences for mobile phones. Branding has been a significant part of marketing. A good mobile phone brand could take trust , dependable, comfort for customers. Brand preference is the selective demand for a company’s brand rather than a product ( Kevin, January 2012). As the marketer, we should understand the brand choice is important .Brand image is the most important part for customer who use it , such as, functional benefits, physical characteristics, exterior, camera function. This paper will show different customer on their mobile phones brand choices. Literature review The markets for mobile phones is one of the most turbulent due to mobile phones markets always do the competition. For instance, if the market A develop the camera function, then another market B will decrease price of their mobile phone, even the camera function is worse than market A, but customer still chose the cheaper one. We will research different brands for different type of customers. We collected data from Telstra , Vodafone, Optus and some mobile phone shops. From this data research, we see the 48% of customers in Adelaide think the functions is the main factor for choosing mobile phones brands, 35% choose design as their main reason for choosing mobile phones brands, 12% choose affordability as their main factor for choosing mobile phones brands, then only 5 % of customer in Adelaide think availability as the main factor for choosing mobile phones brands. Furthermore, nowadays, medium screen phone is the most popular type, large screen mobile phone is the second popular, the last one is small screen. From this research , we can see the exterior is very significant. If a mobile phone brand want to be popular, they should consider weight and size. In addition, about 40% of students consider brand names are very important, such as Apple, HUAWEI , SamSung, Although these brands are more expensive. 36% students get influenced by family or friends, 24% choosing mobile phone brand by advertising. To gain consumer trust is the key, as the marketer, we should understand how to achieve customer needs. For this data research, it shows different types consumers choice on mobile phone brands, the result shows the exterior, size, screen and brand effect are very significant. Management problem For this research, there are some management problems can not be avoided. For example, when the research starts, we should find some mobile phone stores, and mobile recharge centers to help. Get the right research target is a hard thing, so we must face this management problem first. Research problem This research could bring many problems, because choosing right research target is very hard, if they do not know what size of their mobile phone or functions, that will be a challenge for researchers. Furthermore, if we want to solve this problem, we must train some employees to help us do the research, they should know some knowledge on mobile phone brands. Research objectives Firstly, we should make sure what kind of mobile phone brands is the most popular one, and identify what is the most important reason could influenced consumers decision. Furthermore, to identify what kind of advertising consumer like is very important as well. Put an excellent advertising on social media could improve brand popularity. Types of research There are some types can be used on research, I will introduce some main types. There are four main types of quantitative, such as descriptive, correlational , quais - experimental, and experimental. For this research, we could use quantitative method. Quantitative method emphasize objective measurements and the statistical of data collected, use math and surveys, questionnaires or by pre - existing statistical data using computational techniques. We should have enough time to do this research, so the questionnaires should post 2 weeks at least,preferably sample size of 100, hire some employees to help us collect feedback. When the data collected, the management should analysis as soon as possible. Reference list The Matrix reloaded (2003) Directed by A. and L. Wachowski [DVD]. Los Angeles: Warner Brothers Inc. Huyton, J. (2007) Critical thinking [Lecture to BA Community Education Year 1], ED1234: Research Skills. Brunel University. 14 March. Blair, A. (2003) Interviewed by Jeremy Paxman for Newsnight, BBC Two Television, 2 February Mintel (2011) ‘Video game consoles and peripherals’. Available at: http://academic.mintel.com (Accessed: 17 November 2011). Mobile Phones Consumer Brand Preferences Questionnaire Name： Xinzhe Li Student ID：133302 Date： 13/5/2019 Introduction The paper will show consumer brand preferences questionnaire for mobile phone. Mobile phones has became the most popular devices in people’s daily life. So there are too many choices on mobile phones. Consumer usually has a question: what kind of mobile phone should I buy? This problem comes because there are too many choices on mobile phone brand, the mobile phone market is very competitive. The paper objectives are what is the most popular mobile phone brand, and identify the most preferred outlook, and research technical features that treated customers. Furthermore, questionnaire will include consumer personal details, such as age, gender, nationality. Survey questionnaire design approach The paper will use market research survey for this survey questionnaire. This market research will help consumer choose better mobile phone brand, the research will take one month to collect data. The reason I choose market research because it can be used to access key demographic information, and researcher can find out just about anything from what customers like about mobile phone brands performance, and identify what kind of mobile phone brand needs. Collecting data is very significant for the market. This research will include all information that market needs. The research include 14 questions. For instance, Consumer’s gender, age, nationality, level of education, shopping area in their city, and family monthly income. In addition, researcher should make sure all respondents are mobile phone users. In addition, the researcher will also use Likert scale which is test for reliability. Likert scale is the most widely used approach to scaling responses in survey research. Likert scale always a part of closed- ended question ( a question that presents respondents with pre - populated answer choices). Therefore, likert scale will help researcher collect data easier. The questionnaire contains 2 parts which is personal information, and respondent’s detail on mobile phone. The second part is the most important part which include which brand of mobile phone are respondent using, range of price they accept, and main purpose of using mobile phone. Survey questionnaire Consumer Brand Preferences For Mobile Phones This is Eric Li, I would like e to conduct a simple and minor research based on the brand of mobile phone my respondents being used and the topic mentioned above. There will be two section contains in this service, section A will be the Personal information of the respondents and section B will be the respondents’ details on mobile phone. The information provided by the respondents will be kept as private and confidential. It will be used reasonable and exclusively for my academic research. It will be highly appreciated for my respondents response the surveys below. Please tick one for each category as given below. Section A: Personal information General information 1. Gender 2. AGE 3. Nationality A. Male B. Female A. ≤20 B. 20-30 C. Over 30 A. Chinese B. Australian C. Others Personal information 4. Level of Education 5. Shopping area 6. Family month income (in AUD) A.High school degree B. College degree C. Bachelor’s degree D. Graduate degree E. Above masters A. Rundle Mall B. Marion C. Chinatown D. Others (suburb) A. ≤2000 B. 2000-5000 C. 5000-10000 D. 10000-20000 E. Above 2000 Section B: Respondents’ details on mobile phone Question 7. Which brand of mobile phone are you currently using? A. iPhone D. Huawei B. Samsung E. LG C. Nokia F.Others(Specify)____ Question 8. What makes you select this brand of mobile phone over the others?(multiple chose) A. Appearance D. Relevance Grade B. Function E. Attractive advertisement C. Price F. Friends suggestion Question 9. Range of price for mobile phone(in AUD). A. Below 500 C. 1000-2500 B. 500-1000 D. Above 2500 Question 10. What brand of mobile phone have you used ? A. iPhone D. Huawei B. Samsung E. LG C. Nokia F. Others(Specify)____ Question 11. How long have you been used/ currently using the mobile that you use now? A. Less than 6 months C. 1 year to 2 years B. 6 months to 1 year